2016 Winners & Shortlists

Brief Explanation

As a direct marketing campaign, Angels of Ramadan was able to target consumers all over the world directly through their computers and mobiles. The viral effect of the video made sure that it was seen on newsfeeds globally, bringing the brand straight into the hands of consumers and potential consumers.

Creative Execution

Angels of Ramadan was documented on the first day of the Holy Month and was then launched a few days after. The final film was launched on Al Rifai's Facebook page, along with the launch of the microsite that supported the campaign. Facebook was our selected platform, first due to the brand's reach and also because it was the ideal place to target a wide viewership directly.

Results

Within the first week of launching the film, we received 500,000 views, thousands of likes and comments as well as messages being sent from all around the world directly to Al Rifai, praising the initiative. The film was shared by thousands and was talked about on blogs across the world from Malaysia to Brazil. Most importantly, the film was able to become a positive symbol, representing the compassionate side of Islam in a world where the religion has been receiving so much negative attention.